Fake reviews are a big problem, and the new rules may not go far enough. Leaving false reviews has been against Amazon’s terms of service for years. Despite Amazon working hard to clamp down on the practice by removing sellers and closing the accounts of those abusing the system — the problem has persisted. The company has even gone as far as to target companies selling fake reviews with legal action.
If we’re being cynical, the new rules may fall short for a number of reasons. Many companies buying the fake reviews are based abroad and simply disappear when caught only to pop up again under a slightly different name. Many fake review companies are equally shady, operating on sites like Facebook and Twitter, revealing little information, and being incredibly hard to trace and prosecute.
The wording the companies use may also make prosecution difficult. “Reviewers” are usually asked to legitimately purchase a product, with a promise of full reimbursement. They are then asked to give “honest feedback.” If that feedback is positive, the “reviewers” may then be politely asked to post it on Amazon or a similar site.
This doesn’t mean the regulations aren’t a step in the right direction. Fake reviews undermine Amazon’s business model and may lead to its customers getting ripped off. It also harms plenty of small businesses that have legitimately decent products and have chosen to play by the rules.
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